“An open-hearted welcome awaits in NYC”: New York City wraps up 2025 reverse sales mission

Today marks the end of New York City Tourism + Conventions’ 2025 Canada-U.S. reverse sales mission and business expo, which brought nine Canadian and 15 American product buyers to New York City for supplier meetings and FAM experiences.

Held from April 29 – May 2, the reverse sales mission highlighted the importance of connection and collaboration with cross-border partners amid challenging times.

The group was greeted at a welcome presentation with an image of New York City Tourism + Conventions’ latest global campaign, “With Love + Liberty, New York City”, with the caption “An open-hearted welcome awaits in NYC.”

“The invitation is always open”

Pat Laske, manager of international marketing, says the campaign “ensures visitors from all backgrounds know they are always welcome in New York City.” 

Julie Coker, president and CEO, told the group, “We are going to lean into the core values of New York City: diversity, equity, inclusion, innovation, partnership, collaboration — those things roll off our tongue because that’s who we are every day. And that doesn’t change, despite who may lead the country.” 

She continued, “Here in New York City, we definitely want you. We definitely appreciate you. The invitation is always open.” 

Pandemic recovery and visitation forecast remain strong

2025 visitation to the Big Apple is currently forecast to reach 67.2 million, surpassing the 2019 benchmark of 66.6 million, with 14.1 million being international visitors.

Canadian visitation is expected to be 101 per cent recovered from 2019 levels to reach 998,000, however, Coker says these figures are under review due to the current political and economic climate affecting travel intentions. 

Hotel development is on an upswing, with this year’s active room inventory forecast to reach a new high of 128,000 with 6,432 rooms in the pipeline across the five boroughs. However, inbound flight seats are down nine per cent from May 11-17, 2025 versus the same week in 2019 — though this trend may shift as the economic situation develops. 

Preliminary estimates of the economic impact of travel to New York City in 2024 are coming in at $79 billion (110% recovery versus 2019) with 388,000 jobs supported (96 per cent recovery). 

Product buyers experience outer boroughs

Along with one-on-one meetings and networking receptions with local suppliers, the visiting tour operators participated in FAM activities in Manhattan, Brooklyn and The Bronx. From the midtown observation deck SUMMIT One Vanderbilt to the serene cherry blossom esplanade at the Brooklyn Botanic Garden, tour operators were able to experience the best of New York City in spring.  

Says Coker, “A New York City vacation delivers. We have diverse product. We have diverse people. We have diverse experiences. And so, if there is a retraction because of economic factors or other factors, we know that one visitation to New York City will deliver.”